GUDCN   Y   C
Team         Students:         Christian Ollano         Klemen Kušar         Urša Švegl         Tina Vilfan               ...
Purpose        To provide a detailed and comprehensive site analysis of the 5        West Avenue site in Manhattan and enh...
Vision           The Stanford’s NYC campus is poised to become one of the world’s           leading  schools  for  busines...
Outline            I.     Site Analyses            II.    Site Requirements            III.   Design and Architecture     ...
SITE ANALYSES 
5 West End Avenue (Manhattan)   Site Analyses    Site Requirements    Design and Architecture    Economic and Finance    P...
Site on the Map                                                5 West End Avenue                                          ...
Site Map                                         The Grid                                             N  Site Analyses    ...
Site Map                    Occupied/Unoccupied Space                                                                     ...
Site Map                                              Typology                                                            ...
Site Map                                               Program                                                            ...
Site Map                                         Traffic                                                                  ...
Site Map                                            Soil                                                                  ...
Site Map                                            Sea level rise                                                        ...
Site Map                                            Lynch                                                                 ...
SITE REQUIREMENTS 
Development Data                                                                     Building Regulation  C4‐7            ...
Development Data                                                          Climate    Average  Annual Temperature          ...
Development Data                                     Owners of the neighbouring plots     Owner                           ...
Structures under Demolition Contention   MTP 59th Street Parking LLC                                                    64...
Development Data                                     The old Powerhouse IRT                                               ...
Development Data                                     The old Power Plant IRT – preservation guidelines                    ...
Special Considerations                    Process Recommedations                    • “just in time” deliveries (before ru...
URBAN DESIGN and ARCHITECTURE REPORT  
Interaction of Programming Elements                                     Program Diagram   Site Analyses    Site Requiremen...
Design proposal                                     Design Proposal 1                                                     ...
Design proposal                                           Design Proposal 1         Theme: CONNECTIVITY        -axis from ...
Design proposal                                          Design Proposal 1                                                ...
Design proposal                                        SWOT‐ Design proposal 1          STRENGHTS                         ...
Design proposal                                              Design Proposal 2                                            ...
Design proposal                                   Design Proposal 2                                                       ...
Design proposal                                       Design Proposal 2 INNER COURT                                       ...
Design proposal                                         SWOT‐ Design proposal 2         STRENGHTS                         ...
Design proposal  A ‚BUILD SPACE‘                             Design Proposal 3    ‐Engineering Building  ‐Business School ...
Design proposal                                             Design Proposal 3                                    PUBLIC   ...
Design proposal                                          SWOT‐ Design proposal 3         STRENGHTS                        ...
Design proposal ‐ final                                     Programming   Site Analyses    Site Requirements    Design and...
Design proposal ‐ final                                     Traffic   Site Analyses    Site Requirements    Design and Arc...
Design proposal ‐ final                                     Typology   Site Analyses    Site Requirements    Design and Ar...
Design proposal ‐ final                                     View from the Hudson river   Site Analyses    Site Requirement...
Design proposal ‐ final                                     Concept   Site Analyses    Site Requirements    Design and Arc...
Design proposal ‐ final                                        Transition Public space                          Access poi...
Design proposal ‐ final                          Parks                          Possible solutions   Site Analyses    Site...
Design proposal ‐ final                                     Situation    N  Site Analyses    Site Requirements    Design a...
Design proposal ‐ final                                     Floor plan   Site Analyses    Site Requirements    Design and ...
Design proposal ‐ final                                     Section   Site Analyses    Site Requirements    Design and Arc...
Design proposal ‐ final                    Fasade   Site Analyses      Site Requirements    Design and Architecture    Eco...
Design proposal ‐ final                                     3d   Site Analyses    Site Requirements    Design and Architec...
Design proposal ‐ final                                     3d   Site Analyses    Site Requirements    Design and Architec...
Design proposal ‐ final                                     3d   Site Analyses    Site Requirements    Design and Architec...
Design proposal ‐ final                                      Reference   Tate modern, Herog & De Meuron    Site Analyses  ...
ECONOMIC and FINANCE REPORT  
Detemining the Price                                          Study references ‐ RENOVATION                               ...
Determining the Price                                          Study references ‐ RENOVATION                              ...
Determining the Price                                          Study references – RESIDENTIAL DEVELOPMENT                 ...
Determining the Price                                          Study references – OFFICE DEVELOPMENT                      ...
Land Cost                                          Plot Value                                                             ...
Building Cost                                          Size and Cost by Individual Building ‐ Present Value (PV)          ...
Building Cost                                          Phasing Timeline                                         Year      ...
Phasing                                          Building Phase I.                                                        ...
Building Cost                                          Building Phase II.                                                 ...
Building Cost                                          Building Phase III.                                                ...
Total Cost                                            Shares             West Avenue Office Building            400 000 sq...
Financial Partnership                                            Potential Partners in the Project Consolidated Edison    ...
PUBLIC RELATIONS PLAN  
PR & Marketing concept Leave a print!                            "You carry forever the                      fingerprint t...
PR & Marketing goal          To present the Stanford NYC campus as a         project that will leave a positive print in t...
Target publics                                                                    Local                                   ...
Netnography                       Cons of Manhattan   parking                         air                                h...
Construction phases                       Objectives in different construction phases (NYC level)                         ...
Activities and events on NYC level ‐ overview Planning •   ideas gathering•   meetings with experts and city officials•   ...
Construction phases                       Planning                       Construction                          Operation  ...
Planning                       Web page – information about events on the plot                                            ...
Planning: Events and activities                         Ideas gathering Aimed atLocal communityObjectivesIncorporating pub...
Planning                       Ideas gathering – inviting people to the web page  Site Introduction        Engineering    ...
Planning                       Ideas gathering – inviting people to the web page  Site Introduction        Engineering    ...
Planning                       Ideas gathering – inviting people to the web page  Site Introduction        Engineering    ...
Planning                       Ideas gathering – inviting people to the web page  Site Introduction        Engineering    ...
Planning                       Web page – inviting people to share their ideas                                            ...
Planning: Events and activities                         Meetings with experts and city officials Aimed atLocal communityOb...
Planning: Events and activities                         Meetings with city authorities Aimed atGovernmentObjectivesGaining...
Planning: Events and activities                         Business meetings/lunches Aimed atCompanies/partners, suppliers, b...
Planning                       Web page – information for media, investors and banks                                      ...
Planning: Events and activities                         Fundraising/apperciaton events Aimed atDonatorsObjectivesRaising m...
Construction phases                       Planning                       Construction                          Operation  ...
Construction: Events and activities                         Tours and visits Aimed atInvestors, government, suppliers, med...
Construction: Events and activities                         Voluntary work Aimed atLocal community, studentsObjectivesAn o...
Planning                       Web page                                                                                   ...
Construction: Events and activities                         Grand opening event Aimed atAll target publicsObjectivesThanki...
Construction: Events and activities                         Open day Aimed atStudents, staff, high schools, mediaObjective...
Construction phases                       Planning                       Construction                          Operation  ...
Operation: Events and activities                         Sponsorships Aimed atStudents, staffObjectivesCreating positive a...
Operation: Events and activities                         Student programmes Aimed atHigh schoolsObjectivesGiving pupils an...
Operation: Events and activities                         Community service activities Aimed atLocal communityObjectivesGiv...
GUDCN   Y   C
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Team NY: Package 3

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4/20

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Team NY: Package 3

  1. 1. GUDCN Y C
  2. 2. Team  Students:  Christian Ollano  Klemen Kušar  Urša Švegl  Tina Vilfan    Mentors:  Derek Oyang  Sinan Mihelčič   
  3. 3. Purpose  To provide a detailed and comprehensive site analysis of the 5  West Avenue site in Manhattan and enhance the feasibility and  viability of a Stanford Auxiliary Campus through substantial  research.  
  4. 4. Vision  The Stanford’s NYC campus is poised to become one of the world’s  leading  schools  for  business  and  engineering,  establishing  New  York  City  as  the  East  Coast’s  center  for  entrepreneurship  and  innovation. Collaboration with local universities will reinforce the  learning  environment,  enhance  human  capital,  and  foster  the  advancement  of  human  ingenuity.  In  partnership  with  the  city  government,  local  community,  and  area  high‐tech  firms,  the  Stanford NYC campus will become integral in addressing some of  today’s  most  challenging  technological  issues,  infusing  sustainability and integrity at its core philosophy, and promoting a  spirit of passionate pursuit for the betterment of mankind.    
  5. 5. Outline  I. Site Analyses  II. Site Requirements  III. Design and Architecture  IV. Economic and Finance Report  V. Public Relations Plan 
  6. 6. SITE ANALYSES 
  7. 7. 5 West End Avenue (Manhattan)  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  8. 8. Site on the Map  5 West End Avenue  N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  9. 9. Site Map  The Grid  N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  10. 10. Site Map  Occupied/Unoccupied Space        N Site Analyses  Site Requirements  The Old Power Plant  Design & Architecture  Economic & Finance  PR Plan 
  11. 11. Site Map  Typology        N Site Analyses  Site Requirements  The Old Power Plant  Design & Architecture  Economic & Finance  PR Plan 
  12. 12. Site Map  Program        N Site Analyses  Site Requirements  The Old Power Plant  Design & Architecture  Economic & Finance  PR Plan 
  13. 13. Site Map  Traffic        N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  14. 14. Site Map  Soil        N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  15. 15. Site Map  Sea level rise        N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  16. 16. Site Map  Lynch        N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  17. 17. SITE REQUIREMENTS 
  18. 18. Development Data  Building Regulation  C4‐7  Inclusionary Housing Program • Promotes economic integration in  +bonus areas of City undergiong substantial  new residential development  • Creation/preservation of affordable  housing for low‐income households  • Requires percentage of dwelling  units within a building to be set aside  within one half mile of development.  • Created units must remain  permanently affordable  •If 20% residential floor area for  Inclusionara program, 33% bonus  area above base level is permitted. Public plaza building bonus •20% FAR bonus if public plaza is  build  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  19. 19. Development Data  Climate   Average  Annual Temperature  Wind Flower Diagram  Average Annual Precipitation  Sun Path Diagram  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  20. 20. Development Data  Owners of the neighbouring plots   Owner  Address  CRP/EXTELL PARCEL N  WEST 59 STREET  REIN L.P.   860 11 Avenue  City of New York/Dept. of Transportation  840 JOE DIMAGGIO HIGHWAY  AJH 61 CORP  20 WEST END AVENUE  The Abraham Joshua HE  246 WEST 61 STREET  MARGARET R. KASINITZ  75 WEST END AVENUE  NEW YORK CITY HOUSING  40 AMSTERDAM AVENUE    THE 33 WEST END AVE C  33 WEST END AVE C  CRP/RAR III PARCEL J  400 WEST 63 STREET  Senior Living Options  5 WEST END AVENUE  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  21. 21. Structures under Demolition Contention  MTP 59th Street Parking LLC  641 West 59th Street, New York, NY 10019  • Currently utilized as parking structure and  parking lot (200 + spaces)  • South middle section of site plan       Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  22. 22. Development Data  The old Powerhouse IRT  -Preserving The Former IRT Powerhouse (A study by Columbia University) -Owned by the NY City -Possible mutual interest for renewal Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  23. 23. Development Data  The old Power Plant IRT – preservation guidelines  - preserve character defining architectural features - preserve and utilize the vast interior space - incorporate public access - restore lost features - consideration to the 58th and 59th Street - Establish a maintenance program - preserve the waterfront neighbourhood context - later additions to the Powerhouse Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  24. 24. Special Considerations  Process Recommedations  • “just in time” deliveries (before rush hour, 7 am traffic)  • Construction Crane utilization  • Work limited from 7 am to 7 pm (due to proximity to residential  buildings  • ON‐site allocation of land for storage and laydown of materials/truck  access and parking  • Alleyway/side street utilization (pending analysis of truck turning radius)    Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  25. 25. URBAN DESIGN and ARCHITECTURE REPORT  
  26. 26. Interaction of Programming Elements  Program Diagram  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  27. 27. Design proposal  Design Proposal 1  -Building A 35-40 floors/ 516,670 sq.ft. -professor and student housing -recreation, clinic, mini grocer Building B C 25-30 floors/ 269,100 sq.ft. -classroom and cabinets Building C 8 floors/ 9,800 sq.ft. -cabinets and offices B A N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  28. 28. Design proposal  Design Proposal 1  Theme: CONNECTIVITY -axis from west end to Hudson river N -2nd floor elevated open space -elevated walkways N Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  29. 29. Design proposal  Design Proposal 1  N -6 floors of brick to reflect architecture of old powerhouse -rooftop gardens/open space/recreation N space Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  30. 30. Design proposal  SWOT‐ Design proposal 1   STRENGHTS WEAKNESESS -Density close to FAR 10 -Failled to include Powerhouse in phase I. -Connectedness -Failed to see Powerhouse as an main opportunity for development OPPORTUNITIES THREATS -Density fosters communication/ -Wind tunnel effect interaction Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  31. 31. Design proposal  Design Proposal 2  PHASE 1 PHASE 2 C C B B A A S S Building A Building B ‚The Campus Powerhouse‘ ‚The Dorm‘ (18 floors / 200,000 sq.ft.) (2 floors / 155,000 sq.ft.) student and professor housing, dinning, recreation showrooms, galleries, bars/cafés/restaurants, Building C library, TECHNICAL MUSEUM, youth center ‚The Administration‘ (4 floors/ 35,000 sq.ft.) offfices, labs, cabinets Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  32. 32. Design proposal  Design Proposal 2  PHASE 1 PHASE 2 OUTER SPACE A ‚The courtyard‘ -plenty of sun -low noise -connection to park area -open laboratories A A -recreation B ‚The entrance‘ B B -public character -delicate relation to the old powerhouse -entrance platform Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  33. 33. Design proposal  Design Proposal 2 INNER COURT VIEW FROM THE HIGHWAY 1 21 12 2 ENTRANCE PLATFORM Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  34. 34. Design proposal  SWOT‐ Design proposal 2   STRENGHTS WEAKNESESS -Large green area connected to -Low density - financially unsustainable waterfront -higher costs due to renovation -Renovated Powerhouse as a central space OPPORTUNITIES THREATS -atruim can accomodate different uses -risk of crime at night time because of open green design -Power house can become a social hub -danger of fragmenting the camous Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  35. 35. Design proposal  A ‚BUILD SPACE‘  Design Proposal 3    ‐Engineering Building  ‐Business School  ‐Technological incubator  ‐Student housing  ‐Laboratories  ‐Common facilities  ‐Student housing  (33 floors / 528,000 sq.ft.)  ‐Public building  (24 floors / 384,000 sq.ft)    A B B ‚EMPTY SPACE‘  ‐park  ‐recreation  ‐outer labs  C ‐    C ‚EXPANSION‘  ‐The Campus Powerhouse‘   (2 floors / 155,000 sq.ft.)    Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  36. 36. Design proposal  Design Proposal 3  PUBLIC PRIVATENorthEast view on the Campus SouthEast view on the Campus Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  37. 37. Design proposal  SWOT‐ Design proposal 3   STRENGHTS WEAKNESESS -connected towers -unability to build in phases -large green surface -weak access from West End Avenue -poor soil for good foundations OPPORTUNITIES THREATS -available land for further -uncontrolled open green space development -bad connection with the city -possibility to host various open air events Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  38. 38. Design proposal ‐ final  Programming  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  39. 39. Design proposal ‐ final  Traffic  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  40. 40. Design proposal ‐ final  Typology  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  41. 41. Design proposal ‐ final  View from the Hudson river  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  42. 42. Design proposal ‐ final  Concept  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  43. 43. Design proposal ‐ final  Transition Public space  Access points  Transit  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  44. 44. Design proposal ‐ final  Parks  Possible solutions  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  45. 45. Design proposal ‐ final  Situation  N Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  46. 46. Design proposal ‐ final  Floor plan  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  47. 47. Design proposal ‐ final  Section  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  48. 48. Design proposal ‐ final  Fasade  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  49. 49. Design proposal ‐ final  3d  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  50. 50. Design proposal ‐ final  3d  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  51. 51. Design proposal ‐ final  3d  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  52. 52. Design proposal ‐ final  Reference  Tate modern, Herog & De Meuron  Site Analyses  Site Requirements  Design and Architecture  Economic and Finance  PR Plan 
  53. 53. ECONOMIC and FINANCE REPORT  
  54. 54. Detemining the Price  Study references ‐ RENOVATION  KINGSBRIDGE ARMORY, West 195th Street -from an warehouse to shopping mall -area: 575 000 sqf -investment: $310 mio Cost: $530 per sqf City lowered the purchase price of the property from $20 mio to $5 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  55. 55. Determining the Price  Study references ‐ RENOVATION  NYC PUBLIC LIBRARY, 42nd Street -renovation of an existing program -area: 541 200 sqf -investment: $300 mio Cost: $554 per sqf City donated $150 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  56. 56. Determining the Price  Study references – RESIDENTIAL DEVELOPMENT  RECENT RESIDENTIAL DEVELOPMENT, Chelsea Area -new residential development -area: 299,200 sqf -investment: $169,4 mio Cost: $566 per sqf Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  57. 57. Determining the Price  Study references – OFFICE DEVELOPMENT  AVERAGE DEVELOPMENT PRICES, www.rsmeans.com -new office development -area: 299,200 sqf -investment: $169,4 mio Cost: $228,24 per sqf Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  58. 58. Land Cost  Plot Value  The IRT Powerhouse Building 163 204 sq.ft. $_?_ mio 1 West End Avenue Plot 126 000 sq.ft. $10,8 mio West 59th Street Plot 52 260 sq.ft. $6,9 mio Cost PV : $17,7 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  59. 59. Building Cost  Size and Cost by Individual Building ‐ Present Value (PV)  West Avenue Office Building 400 000 sq.ft. $92 mio Stanford Building 440 000 sq.ft $162,9 mio West 60th Str Office Building 250 000 sq.ft. $57,5 mio West 59th Str Residence 300 000 sq.ft. $168 mio Joe DiMagio Hwy Residence 200 000 sq.ft. $112 mio The IRT Powerhouse 250 000 sq.ft. $137,5 mio Underground Parking 92 000 sq.ft. $21,2 mio TOTAL PV $751,3 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  60. 60. Building Cost  Phasing Timeline  Year 2012 now 2013 2014 2015 2016 2017 Plot purchase 2018 2019 2020 Phase I. 2021 2022 2023 2024 Phase II. 2025 2026 2027 Phase III. 2028 2029 $17,7mio $404,9mio $231,8mio $114,3mio Value Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  61. 61. Phasing  Building Phase I.  West Avenue Office Building 400 000 sq.ft. $92 mio Stanford Building 440 000 sq.ft Student and Professor Housing, Faculty Office, Administration Office, Studio, Laboratories, Design groups, Roof Top Park. $162,9 mio Underground Parking 54 500 sq.ft. $12,5 mio The IRT Powerhouse 250 000 sq.ft. Sport Facility, Library, Galleries, Restaurants, Bars, Show Rooms, Classromms, Lecture Halls, Dinning Facility, Fitness, Technical Museum. $137,5 mio TOTAL PV $404,9 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  62. 62. Building Cost  Building Phase II.  West 60th Str Office Building 250 000 sq.ft. $57,5 mio West 59th Str Residence 300 000 sq.ft. $168 mio Underground Parking 27 500 sq.ft. $6,3 mio TOTAL PV $231,8 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  63. 63. Building Cost  Building Phase III.  Joe DiMagio Hwy Residence 200 000 sq.ft. $112 mio Underground Parking 10 000 sq.ft. $2,3 mio TOTAL PV $114,3 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  64. 64. Total Cost  Shares  West Avenue Office Building 400 000 sq.ft. $92 mio Stanford Building 440 000 sq.ft $162,9 mio West 60th Str Office Building 250 000 sq.ft. $57,5 mio West 59th Str Residence 300 000 sq.ft. $168 mio Joe DiMagio Hwy Residence 200 000 sq.ft. $112 mio The IRT Powerhouse 250 000 sq.ft. $137,5 mio Underground Parking 92 000 sq.ft. $21,2 mio Plot Value 341 464 sq.ft. TOTAL PV $769 mio $17,7 mio Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  65. 65. Financial Partnership  Potential Partners in the Project Consolidated Edison Steam generating facility in the IRT buildingDurst Organization Interested in development of the residential and Manhattan Community Board 4 commercial neighbourhood Representing the neighbourhood from 14th to 59th Street and from 8th Avenu westward.Extell Development Company Developing parcels north from IRT Powerhouse Manhattan Community Board 7 into Riverside Center. Interested in developing Representing the neighbourhood from 60th to residential, retail space and restaurants. 110th West Street, west from the Central Park.The Hudson River Powerhouse Group NYC Deparment of City Planning Advocating to designate former IRT Powerhouse Involved in Land use and environmental review. as a NYC Landmark State Historic Preservation OfficeLandmarks Preservation Commisssion Helping communities to identify, evaluate, Designation of the city‘s landmarks and historic preserve, and revitalize their historic, districts. archeological and cultural rescources. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  66. 66. PUBLIC RELATIONS PLAN  
  67. 67. PR & Marketing concept Leave a print! "You carry forever the fingerprint that comes from being under someones thumb." Site Introduction  Engineering  (Nancy Banks Smith)Construction    Design and Architecture  Economics  Public Relations 
  68. 68. PR & Marketing goal  To present the Stanford NYC campus as a project that will leave a positive print in the city’s history as well as in people’s lives. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  69. 69. Target publics  Local  community  Other  universities  Investors  in the area  Govern‐  Suppliers  ment  Three levels of  performance:  Students Donators  NYC      USA  world  Companies/  Banks  partners  Media  High schools  Staff  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  70. 70. Netnography  Cons of Manhattan  parking air high crime weather quality rate lots of homeless people noise traffic dirty streets taxes crowded income disparity expensive lack of hot blonde women  no real sense of borin community g Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  71. 71. Construction phases  Objectives in different construction phases (NYC level)  Organising events  for all target  publics.    Planning  Construction  Operation  Presenting the project, inviting  Buildling positive  target publics to participate in the  brand image.  project and creating an overall    positive image of the project.  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  72. 72. Activities and events on NYC level ‐ overview Planning • ideas gathering• meetings with experts and city officials• meetings with city authorities• fundraising & appreciation events• press conference• meetings with other universities’ authoritiesConstruction • tours & visits• grand opening event• open day• voluntary workOperation • sponsorships• student programs• community service activities Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  73. 73. Construction phases  Planning  Construction  Operation  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  74. 74. Planning  Web page – information about events on the plot  Events and activities    Information about past/oncoming  events on the plot.    Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  75. 75. Planning: Events and activities  Ideas gathering Aimed atLocal communityObjectivesIncorporating public & building an overall positive image about the project.AboutPeople will have an opportunity to share their ideas on-line in brainstorming sessions, forums,chats, questionnaries etc. People with the best ideas will be invited to in-person sessions.Key messageTo let local community know that it is the one who dictates the construction of the campus.MediaMostly billboards and web page.Communication strategiesTwo-way communication Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  76. 76. Planning  Ideas gathering – inviting people to the web page  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  77. 77. Planning  Ideas gathering – inviting people to the web page  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  78. 78. Planning  Ideas gathering – inviting people to the web page  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  79. 79. Planning  Ideas gathering – inviting people to the web page  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  80. 80. Planning  Web page – inviting people to share their ideas  Share your ideas    Inviting people to share their ideas in:  • brainstorming sessions,  • forums,  • qustionnaries,  • chat rooms,  • etc.    People with best ideas will be invited  to in‐person sessions.      Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  81. 81. Planning: Events and activities  Meetings with experts and city officials Aimed atLocal communityObjectivesPresenting expert view of the project to the public.AboutExperts and city officials present expert /urban view of the project and answer public’s questions.Key messageThe owners, experts, city officials and local community equally cooperate in building the sustainablecampus, that will create public welfare.MediaBillboards, advertising in magazines/newspapers.Communication strategiesConferences on the plot, live stream via web page. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  82. 82. Planning: Events and activities  Meetings with city authorities Aimed atGovernmentObjectivesGaining government’s support.AboutRegular meetings with city authorities (at times experts and local community’s spokesperson will beinvited to participate in these meetings).Key messageThe campus can visibly contribute to city’s welfare and thus needs government’s support.MediaWeb page.Communication strategiesCommunication on personal level, regular meetings. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  83. 83. Planning: Events and activities  Business meetings/lunches Aimed atCompanies/partners, suppliers, banks, investorsObjectivesBuilding long-term strategic relationships, raising money, getting good loan conditions andinvestments.AboutThe owners invite (potential) business partners to meeting/lunch in upper class restaurants.Key messageTo prove as reliable strategic partner and debtor, presenting the project as a high ROI investment.MediaWeb page.Communication strategiesCommunication on personal level. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  84. 84. Planning  Web page – information for media, investors and banks  Press & Contacts    • press kits  • press releases  • photographs  • contacts  • financial statements  • progress statements        Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  85. 85. Planning: Events and activities  Fundraising/apperciaton events Aimed atDonatorsObjectivesRaising money and creating good relations with (potential) donators.AboutThe owners invite (potential) donators to banquets, concerts, plays, dinners etc.Key messageTo prove as promising partner with highly potential project, that donators can help realize.MediaMagazines, direct mailing.Communication strategiesCommunication on personal level. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  86. 86. Construction phases  Planning  Construction  Operation  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  87. 87. Construction: Events and activities  Tours and visits Aimed atInvestors, government, suppliers, mediaObjectivesEnabling an insight into the project, giving out first-hand information.AboutIndividuals of different public groups are invited to see the progress and happening on the plot.Key messageTo prove as a forthright partner.MediaDirect mailings.Communication strategiesCommunication on personal level. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  88. 88. Construction: Events and activities  Voluntary work Aimed atLocal community, studentsObjectivesAn opportunity for people to help creating the new campus, giving them a feeling of importance andpride.About People are invited to voluntarily participate in different types of work connected to the project:construction, PR, marketing, HRM, finance etc. Each volunteer gets a certificate in the end.Key messageGiving people a chance to collaborate in the project.MediaBillboards, flyers, advertising in magazines, web page, social media. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  89. 89. Planning  Web page  How you can help    Inviting people to voluntarily  participate in the project in many  different areas such as:  • construction  • building  • urbanism  • marketing  • PR  • finance    In the end, each participant gets a  certificate.    Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  90. 90. Construction: Events and activities  Grand opening event Aimed atAll target publicsObjectivesThanking all target publics for participation in the project and inviting them to further cooperation.AboutA big event on the plot and in the new campus with live music, food, workshops, firework etc.Speeches will be held by the Mayor of NYC, the owners, partners, donators, …Key messageThanking all target publics to help and participate in the project and to accept the new campus.MediaBillboards, flyers, advertising in magazines, web page, social media. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  91. 91. Construction: Events and activities  Open day Aimed atStudents, staff, high schools, mediaObjectivesPresenting the new campus, inviting students and staff to get a sense of the university where theycan study/teach.AboutDifferent events, lectures, leading tours, workshops will be going on. Everybody is invited, but themain focus is on students and staff. The event will be going on for more days.Key messageInviting students and staff to get to know the campus.MediaBillboards, flyers, advertising in magazines, web page, social media. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  92. 92. Construction phases  Planning  Construction  Operation  Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  93. 93. Operation: Events and activities  Sponsorships Aimed atStudents, staffObjectivesCreating positive and strong organizational culture and thus positive brand image.AboutSponsoring different events, individual students and programmes.Key messageStanford is an university that supports and rewards creative, talented and hard working students.MediaDepends on the event. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  94. 94. Operation: Events and activities  Student programmes Aimed atHigh schoolsObjectivesGiving pupils an opportunity to get to know Stanford and its students, creating positive brand image.AboutA programme “Study with Stanford” where Stanford’s students give instructions to pupils at theneighbouring high schools.Key messageTaking care of pupils and their future and creating high-educated city, attractive to all kinds ofprospective businesses.MediaWeb-page, social media. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  95. 95. Operation: Events and activities  Community service activities Aimed atLocal communityObjectivesGiving back to the local community.About “CleaN Your City” event that appeals to all city inhabitants and Stanford students to clean the citytogether and make NYC a clean and healthy environment to live in.Key messageProving as responsible “neighbour”.MediaBillboards, TV and radio advertising, social media. Site Introduction  Engineering  Design and Architecture  Construction    Economics  Public Relations 
  96. 96. GUDCN Y C

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